"I began by thinking of an 'ABSOLUT Gareth Pugh' and I decided to choose an outfit from my archive, something that I feel captures the essence of my work which I could use to 'dress' the ABSOLUT Mode Edition bottle and in a very abstract way."

Pugh's close friend and long time collaborator, artist Matthew Stone was on hand to capture the merriment, and the bottle, in all its glory.

If you want to get your hands on one of Gareth's highly collectible ABSOLUT Mode Edition bottles - which have yet to be priced - they will be available exclusively from W Hotel, London from September 7. Approach the 'W London Insider' while stocks last, and quote the password 'Reflections of Fashion' and they will help you out.